Five reasons why an app strategy will be crucial in 2012
November 08, 2011 by Martech Social
Apps are increasingly becoming an important extension for brands seeking to engage with consumers across digital platforms. Heading towards 2012 we look at how apps will become even more important in 2012 and why brands need to consider their strategies today.
1. Smartphone growth is excepted to slow in 2012 from 63% this year to 22% next year. According to research from CEA, the major focus for consumers will be personalising their smartphone experience with more apps. Brands maintaining a presence in the key app stores will have greater opportunities for brand awareness, download and engagement. more..
2. Dixons, the UK electronics retailer expects 10% of all purchased to be Google Chromebooks by the end of 2012. Chromebooks run without an operating system instead relying on apps from the Chrome store to increasing functionality and personalisation.
3. A study from June 2011 suggests consumers are speeding more time on mobile apps than mobile web. The report found consumers spending 9% more time on average using mobile apps through frequent repeated app use.
4. John Lewis predict a large percenrage of TV's sold this Christmas will be app enabled. The opening of the Android Marketplace on the Google TV will also provide opportunities for apps to be consumed in the living room working independently or connected to television consumption.
5. The mobile app landscape is expected to balloon over the next 5 years with an expected 44 billion mobile apps by 2016. more..
Apps will certainly gain more attention across more platforms by more people in 2012. The market is not yet in a place where the decision needs to be a mobile optimised website or an app, instead a successful strategy will incorporate the best elements of both.
According to the latest report from Distimo, the insights group, over a 90% of the world’s biggest brands are now taking the opportunity and leveraging on mobile apps as a tool to engage with their consumers. more..
The growth in apps, app stores and app platforms will offer great potential for brands but will also lead to increased competition for presence and share of voice. Brands that have already launched apps, or will launch imminently will be in the strongest position to gain a foothold and learnings from which to flourish in this space.